evolution of tourism in the philippines

Contemporary Issues in Tourism Management in the Philippines

• First Online: 28 September 2022

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• Richard S. Aquino 5 &
• Brooke A. Porter 6 , 7  

Part of the book series: Perspectives on Asian Tourism ((PAT))

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The Philippines is an emerging tourism destination in Asia. In the last decade, the country’s tourism industry has experienced significant growth in terms of international tourist arrivals and visitor receipts. While sustainable tourism has been institutionalised as a motor for national development, several issues challenging the sustainability and inclusivity of Philippine tourism exist in many destinations in the country today. This introductory chapter provides an overview of the contemporary management issues in Philippine tourism development. The discussion of these issues then articulates the intention and position of this volume. This chapter ends by outlining the intention, parts, and contributions in this volume.

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Aquino, R.S., Porter, B.A. (2022). Contemporary Issues in Tourism Management in the Philippines. In: Aquino, R.S., Porter, B.A. (eds) Tourism in the Philippines. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-4497-0_1

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History of Philippine Tourism

Ever wonder about the history of tourism in the philippines this can give you a good idea and maybe even say, “woah” you may realize that the origin of tourism in the philippines dates back even before the arrival of the spanish colonizers then you would continue asking why the country slid down from being one of the top tourist destinations in asia to a laggard. it’s kinda sobering, actually. but read on the details to be informed and perhaps entertained..

Ready to be blown away?

Let’s read the history of tourism in the Philippines.

1417: The Sultan of Sulu, Paduka Pahala traveled to Beijing to pay tribute to the emperor of China, Zhu Di of the Ming Dynasty. Perhaps we could consider the sultan’s party as the first official travel group from the Philippines. But the sultan died in China while still in that country and the rest of his party stayed there. As regards travel between the two countries, it has been known that Chinese traders had been visiting the Philippines many years prior to the arrival of Spaniards.

1521 - 1898: Spanish colonial era - Travel was limited between islands and coastal areas. The seas were actually considered bridges instead of barriers between different peoples of the Philippines. Inland travel was very limited due to the absence of roads. However, a very interesting interaction between the Cordillera highlands and the Ilocos lowlands had been ongoing. So-called Spanish or pre-Spanish trails were frequently used by the highland communities in order to trade with the lowlanders. Meat, salt, and housewares were the items often exchanged. Local Cordillera elders whom I interacted with told of their houses having extra space for weary travelers who had to travel several days between the Cordilleras and the lowlands and were in need of places to stay for the cold nights. Perhaps such hospitality has been ingrained in the Filipinos.

The Spanish era also made religious pilgrimage popular and as a reason (or excuse) to travel. That culture has continued to be practiced in many communities up to the present day. One such notable pilgrimage was visiting the Church of Our Lady of Peace and Good Voyage in Antipolo, Rizal during the month of May. Pilgrims seeking the Virgin’s blessings and protection would board boats near Quiapo, heading upriver to either Cainta or Taytay. Since the church was located on top of a hill, visitors took transport either in hammocks carried by crews of men or by horse-drawn carriage. After the pilgrimage, some visitors would go bathe in a nearby waterfall known as Hinulugang Taktak (i got this description from the website, tulay.ph).

Privately owned rest houses, such as Malacañan Palace (originally owned by businessman Don Luis Rocha) were used for accommodation by the society elite who went on local pilgrimages.

Mid 1800’s - Spanish colonial authorities introduced innovations such as railroad, electricity and telegram. Manila opened to world trade which opened the door to increasing number of foreign businessmen and diplomats and subsequently also increased the demand for first class accommodation facilities.

1889: The first deluxe hotel, Hotel de Oriente, opened.  

1898: United States became the colonial master of the Philippines. American expatriates increased and demand for more hotels increased

1912: Manila Hotel opened. Soon, mineral mining in the Cordilleras resulted to the conversion of Baguio City into a summer vacation destination for American expats and their families. Near Manila, other vacation spots were the hot springs of Los Banos in Laguna and the beaches of Cavite.

First half of 20th century: Limited Visitor arrivals to the Philippines was at the Port Area of Manila.

1935: First trans-Pacific passenger flight from San Francisco was done in 1935 by a huge Pan American Airline flying boat since there was no commercial airport yet in Manila. Each plane could only accommodate 25 passengers.

1937: New Zealand-born businessman Laurie Nielson opened the country’s first civilian airport in Makati City (called then as Nielson Airport and now known as Ayala Triangle).

1941: First flight of Philippine Airlines from Makati to Baguio. Only a few places outside of Manila, such as Baguio and Taal Volcano, were developed specifically for tourism. Public transport such as ships, buses and trains were regarded unreliable and unsafe.

1950: Modesto Farolan, first consul general in Hawaii, set up the Philippine Tourists and Travel Association which was patterned after the Hawaii Visitors Bureau. Its office was in a space in Manila Hotel.

1956: the government set up the Board of Travel and Tourist Industry

1960: The government started keeping records of visitor arrivals. For that year, the country attracted 51,000 visitors.

1966: The first Philippine Tourism Week was held, aimed at promoting domestic tourism and encouraging Filipinos to travel within the country.

1967: The "Visit the Philippines Year" campaign was launched, with the goal of attracting more foreign tourists to the country. The campaign was successful, with tourist arrivals reaching over 300,000.

1968: The Sheraton and the Hilton hotels opened

1969: The Intercontinental opened.

1972: Martial Law was declared and curfew was implemented. Tourism took a direct hit. Domestic tourism became non-existent as Filipinos travel only for the sole reason to visit relatives and friends. Outside the usual holidays when Filipinos can flock to provinces and beach destinations, most would not dare go to far-off places due to the possibility that they be accused of being communist rebels. Foreign visitors were limited to very few destinations such as Manila and environs, Batangas, Cavite, Baguio, Laguna, Ilocos and Banaue in Luzon. Tour programs however were still done in Cebu and some parts of Mindanao, particularly Zamboanga City, Cotabato and Davao in the early ‘70s. However, the birth of Muslim rebellion and the declining peace and order situation put a break on tourism in Mindanao.

1973: 243,000 tourists were recorded.

Mid ‘70s: More hotels were built in Manila and some provincial destinations. These include the Holiday Inn, Hyatt, the Peninsula and the Mandarin Oriental. The government focused on hosting international events such as the hosting of Ms. Universe and the fight between Muhammad Ali and Joe Frazier, which was dubbed Thrilla in Manila.

1977: The University of Philippines opened up the Asian Institute of Tourism, first tourism degree course in the country.

1980: The Philippines breached the 1 million tourist arrivals

1986: Due to the declining political, economic and peace and order situation, the president of the country was deposed and forced into exile. Tourism was totally down on the ground. The tourism office launched the program, Huwag Maging Dayuhan sa Sariling Bayan, which was aimed at encouraging Filipinos to travel around the country. However, very few Pinoys would dare venture into the countryside because of the economic condition of most Pinoys and the still unstable sense of security in many places.

1987: The Philippine government launched the "Philippines: More than the Usual" tourism campaign, which aimed to promote the country's unique culture and natural attractions to international tourists. Outside the few established destinations most of which are located in the environs of Metro Manila, Cebu and Baguio City, domestic tourism was still almost irrelevant.

1987 - 1990: Numerous (seven) violent coup d’ etat were attempted in order to established military junta in place of the government. Although the attempts to grab power all failed, they caused massive impacts to the tourism industry that further set the tourism industry many years backwards. Other Asian countries that used to envy the Philippines started overtaking in terms of development and visitor arrivals.

The tourism industry was having a very hard time recovering that the infrastructure arm of the DOT, the then Philippine Tourism Authority was forced into building basketball courts in some areas as the influencing politicians could only think of basketball courts and local parks for their tourism projects. (In case you’re a little confused, implementing government bodies would be influenced by politicians such as senators and congressmen to allocate funds and projects for their constituents.

1990: A strong earthquake leveled many areas in Luzon. The most affected tourist destination was Baguio City which suffered the collapse of several hotels.

1991: The Philippine Tourism Master Plan was published. It was supposed to guide the development of tourism estates that would rival known tourist destinations abroad. However, land speculations, political issues and government limitations did not allow most of the tourism estates and study areas be developed according to the master plan. Other programs, however, became institutionalized and guided the development and local management of tourism in the country.

1991: The eruption of Mount Pinatubo, one of the largest volcanic eruptions of the 20th century, further impacted the tourism industry in the northern part of the Philippines.

1992: WIth the improved peace and order situation in the country, domestic tourism gained improved traction. More destinations in the provinces opened up for the increasing number of Filipino travelers.

1994: The Department of Tourism launched the "Bring Home a Friend" campaign, which emphasized the country's natural beauty and cultural heritage and the influence of millions of Filipinos scattered in many countries to convince their foreign friends to visit the Philippines. The campaign was successful in attracting more foreign tourists.

1996: Entry of Cebu Pacific and eventual introduction of low-cost carriers in the Philippines. The “Piso” fare campaign of the LCCs almost immediately helped explode the number of domestic tourists in the Philippines.

1997: The Asian financial crisis had a negative impact on tourism in the Philippines, as many foreign tourists cut back on travel. But compared to many other Asian countries whose travel industry was greatly affected, the Philippines did not suffer severely because foreign tourism was not yet a major economic sector in the country. Further, the growth of the domestic market greatly cushioned the impact of the financial crisis. Perhaps the Filipinos were already used to crises that another one did not bother them with their travel plans.

2000: The government launched the "Philippines 2000" tourism campaign, which aimed to attract more high-end tourists to the country. The campaign was successful, with tourist arrivals reaching over two million.

2006: The Department of Tourism launched the "WOW Philippines" campaign, which focused on the country's diverse tourist destinations and unique experiences.

2007: The Holiday Economics was launched. A government program wherein workers would have the chance to have long holidays which allowed them to take longer vacations. No-work holidays that fall on a weekend or Thursday and Tuesday would mean that the paid no-work day would be implemented on a monday or friday. Coupled with the “piso fare” of the low cost carriers, this program proved to be another major influencer of the growth of domestic tourism.

2013: Super Typhoon Haiyan devastated the central part of the Philippines, including many popular tourist destinations such as Boracay and Palawan.

2016: The new government administration launched the "It's More Fun in the Philippines" campaign, which highlighted the country's friendly people, unique culture, and natural attractions.

2017 - 2019: Domestic travelers became an undeniable major force in the tourism industry with more than one trillion pesos of economic redistribution happening in the country in 2019. Many local governments fully adopted tourism as an opportunity for economic growth. Many have even prioritized tourism as their banner program in improving the economic status of their areas.

2020: Taal Volcano erupted greatly disrupted tourism in the country.

Then the pandemic happened. The COVID-19 pandemic had a devastating impact on tourism in the Philippines, with tourist arrivals dropping by over 80% compared to the previous year. The tourism industry was basically at a stand still which lasted for more than two years. Many tourism businesses, including some large hotels were forced to shut down.

2023: Covid-19 seeming to be finally under control. Health and travel restrictions were lifted and destinations started opening their borders. Tourism businesses and stakeholders started picking themselves up with the hope that the travel prior to the pandemic would return the soonest.

This is actually just scratching the surface. There are so many other events that I have failed to include. But at least, we got to get a good glimpse of the travel industry in the Philippines and the challenges that punched it in the face. Let’s hope that everything will become great, eventually.

Also, please keep in mind that while most of the info can easily be found online, a number of them were based on my personal observations when i used to work as a research officer of the Department of Tourism, an academician, and a tourism planning resource person. And I can tell you that it’s really more fun in the Philippines.

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Tourism in the Philippines

Development of the tourism sector in the philippines from 1995 to 2021.

Revenues from tourism

All data for the Philippines in detail

VIAJE: How tourism developed in the Philippines

• Post author By Anson Yu
• Post date February 21, 2017

Tourism is a trillion-dollar – and still growing – global industry. United Nations World Tourism Organization records show that in 2015 alone, there was a 4.4 percent increase in international tourist arrivals, reaching 1.18 billion travelers. Because of this global boom in travel, tourism has emerged as the fifth most important industry in the Philippines. In 2015 earnings from the tourism industry contributed about $5 billion or 10.6 percent to the country’s gross domestic product; with an estimated 4.7 million Filipinos directly employed in the tourism sector.

But how did tourism take root in the Philippines?

Archaeological evidence indicates that people have been traveling around these islands way before the Spaniards. Such travels involved trade, diplomacy or war.  The Sultan of Sulu who traveled to Beijing to pay tribute to the emperor is a case in point. What is more uncertain is whether any such travels were done for leisure.

During the Spanish colonial era, most travel involved trading between coastal towns and cities. The rivers and seas help linked the settlements. Mountains and forests formed natural barriers in the interior spaces of most of the islands. As road-building technology was not well developed, communities located on mountains or near forests were considered remote. Some of the more common reasons for traveling during the Spanish colonial period included getting an education, searching for work and going on a religious pilgrimage.

A popular journey was visiting the Church of Our Lady of Peace and Good Voyage in Antipolo. In May, pilgrims seeking the Virgin’s blessings and protection would board boats near Quiapo, heading upriver to either Cainta or Taytay. Since the church was located on top of a hill, visitors took transport either in hammocks carried by crews of men or by horse-drawn carriage. After the pilgrimage, some visitors would go bathe in a nearby waterfall known as Hinulugang Taktak.

During those times, traveling to foreign lands was very slow and very expensive. Traveling to Spain, for example, took as long as a year via the Manila-Acapulco Galleon Trade route. Thus, a popular option was to stay at rest houses, which were frequently located on the edges of towns or city, so travel time became shorter. Some rest houses were run by religious orders such as the Church of Our Lady of Guadalupe in what is now Makati. But this was exclusive only to religious workers and high-ranking colonial officials.

There were also privately owned rest houses. A good example would be Malacañan Palace, which was originally owned by businessman Don Luis Rocha. During the latter half of the 19th century, the Spanish colonial authorities introduced innovations such as railroad, electricity and telegram. As Manila opened to world trade, non-Spanish businessmen, diplomats and sailors began visiting the city. As their numbers grew, it became apparent that the standards of Manila’s inns were no longer adequate. The city needed a first class hotel.

So in 1889, the city’s first deluxe hotel, Hotel de Oriente, opened.  When the United States replaced Spain as the country’s new colonial administrator in 1898, one of their goals was to make Manila look more like an American city.  Hotel de Oriente was deemed inadequate and considered a symbol of the Spanish-era Manila, and was replaced with a bigger and more modern hotel.

On the commemoration of American Independence on July 4, 1912, the Americans opened the Manila Hotel, which quickly became and is still one of the city’s most important landmarks. America began exploiting the mineral and forest wealth in the country’s mountain regions, and soon realized how much cooler the area was compare to the coastal areas. They converted a remote rural settlement called Baguio into a city. Because of its cooler temperature, it became a popular destination during the hot summer months.

During the first half of the 20th century, the number of foreign travelers were still small and limited to the capital city of Manila. It was the country’s main point of entry, as this was where the main harbor was located. The country then had one of the of world’s longest passenger piers, Pier 7. The first scheduled trans-Pacific passenger flight from San Francisco was done in 1935. Since Manila did not have an airport then, Pan American Airline would use huge flying boats known as the Pan Am Clippers that would land on Manila Bay. Where before the journey by ocean liner took two weeks, Pan Am was able to reduce travel time down to 59 hours with four stops. But it was far from the age of mass tourism as each plane could only accommodate 25 passengers.

Anticipating the growth of civil aviation in the country, New Zealand-born businessman Laurie Nielsen opened the country’s first civilian airport in 1937. It was from this airport that the country’s first airline, Philippine Airlines, first flew in 1941. Because the country’s road systems then were not extensive, local travel was very limited and difficult. Only a few places outside of Manila, such as Baguio and Taal Volcano, were developed specifically for tourism. Public transport such as ships, buses and trains were unreliable and unsafe.

After World War II, the government maintained its pre-war view of tourism. But one Filipino, Modesto Farolan, saw tourism’s potential. He was serving as the country’s first consul general in Hawaii, where he saw how tourism there was stimulated by the Hawaii Visitors Bureau. Upon his return to Manila, he started the Philippine Tourists and Travel Association in 1950. Beginning with a small space at The Manila Hotel, the PTTA began its modest work of publishing and distributing brochures about travel in the Philippines. In 1956, the government began to acknowledge the potential of tourism. That same year, the Board of Travel and Tourist Industry was set up. Then in 1960, the government began keeping records of the number of visitors arriving in the country.

For that year, the country was able to attract 51,000 visitors. As numbers began to rise, a few foreign hotel chains took notice and decided to enter the local tourism market. The three earliest to enter were the Sheraton and the Hilton in 1968, and then the Intercontinental in 1969. By 1973, visitor numbers grew to 243,000. With the rising number of tourists, the board was reorganized as the Ministry of Tourism (now Department of Tourism). As awareness about tourism grew, Filipinos began seeing a career in tourism as a respectable choice. The University of Philippines responded to this by offering one of the first tourism degree courses in the country in 1977.

In anticipation of the growth in visitor numbers, more hotels and resorts began opening in Manila and a few key provincial cities in the 1970s. Among them were international brands such as Holiday Inn, Hyatt, The Peninsula and the Mandarin Oriental. Most of the newer hotels were geared toward the business and luxury markets. Because of the entry of these new luxury hotels, it prompted older hotels such as the Manila Hotel to undergo major renovations in order to keep up with the competition.

Instead of investing money in a marketing campaign, the DOT tried to promote tourism through hosting international events such as conferences and sporting meets. Among those that were held here were the Miss Universe beauty pageant in 1974 and the World Bank-International Monetary Fund meeting and the Ali-Frazer “Thrilla in Manila” boxing match in 1975. By 1980, the country was able to attract 1,008,000 foreign visitors.  But the country was unable to sustain the numbers as it struggled with political instability in the 1980s. One of the major issues was the massive debt problem with foreign financial institutions. Unable to obtain loans, the country’s infrastructure began to fall behind. The foreign debt problem also led the local economy to collapse. With the local economy providing fewer jobs, some Filipinos tried to cope by going into prostitution.

Because of this, the country’s tourism image suffered further as it became known as a destination for tourists seeking cheap sex. Because the government was poor, the tourism department was unable to mount a marketing campaign to counter these negative images. Visitor arrivals dropped to 783,000 in 1986. Visitor numbers did not breach the one million mark again until two years later in 1988. Except in 1991 when it fell again, there were at least one million visitors who came to the country per year throughout the last decade of the 20th century. By 1999, the country was able to attract 1.9 million visitors. This is because the DOT started investing in a marketing campaign. By then, many Asian governments were already conducting their own campaigns in an effort to create a brand image for their country, such as “Malaysia Truly Asia” and India’s “Incredible India” campaigns. The first campaign launched by the DOT was in 1994 with the slogan “Fiesta Island Philippines!”

The sector that gave tourism the biggest boost in the 1990s was local civil aviation. It was then that budget airlines were introduced and more provincial airports were opened to international flights. This move enabled local and foreign travelers to go to areas that were once too remote and expensive. The move helped stimulate tourism in provinces such as Batanes and Palawan. The island resort of Boracay became a popular international resort destination.

In 2001, the DOT relaunched the country’s tourism image with a new campaign called “Wow Philippines.” The campaign was deemed a success as the volume of visitors increased to three million by 2007. It was not easy for the DOT to achieve such a figure as it had to deal with a number of domestic and foreign events that affected tourism in general, such as the SARS epidemic and the hostage-taking crisis at a seaside resort by the Abu Sayaf group.

In 2000, the country saw the introduction of the long weekend, where the celebration of a public holiday was moved to the nearest weekend, creating a three-day holiday break. This gave Filipinos more time to travel around the country. In addition, an increase in income and car ownership, as well as a better highway network, enabled Filipinos to explore their own country like never before. Some analysts estimated that the number of domestic tourists could be as high as 50 million and contribute as much as P1.4 trillion annually in tourism revenues.

The DOT had a difficult year in 2010 as it faced three major crises. The first was the attempt to rebrand the country’s tourism image once again. The new marketing campaign was dubbed “Pilipinas Kay Ganda” (Philippines so beautiful). The use of the Filipino language in its slogan was heavily criticized, as it might not be understood in foreign markets. Others criticized the campaign’s new logo as resembling Poland’s tourism bureau logo. The embarrassment led to the new campaign’s pull out just weeks after it was launched and the tourism secretary was replaced.

The second crisis was when all Philippine carriers were banned from flying over European airspace due to safety concerns. With the ban’s initiation, Dutch carrier KLM became the only airline left that flew between the Philippines and Europe. The ban limited the number of European visitors to the Philippines until it was lifted in 2015. But the most damaging event to local tourism was the hostage-taking incident at the Quirino Grandstand, when a disgruntled police officer held a busload of tourists from Hong Kong hostage. The bungled rescue operation was broadcasted live around the world and the reputation of the Philippines suffered.

In 2012, a new marketing campaign was launched, dubbed “It’s more fun in the Philippines.” Within weeks of its launching, it was judged one of the top three smartest campaigns by global marketing campaign ranker, Warc 100. And though there were criticisms that it copied a 1951 Swiss tourism campaign, it did help tourist arrivals rise to 4.2 million.

To sustain the growth momentum, the DOT continued its campaign with a “Visit the Philippines Year” in 2015. Visitors figures reached 5.3 million. The following year, the DOT further increased visitor arrivals to 5.96 million, an 11.31 percent growth, with the “Visit Philippines Again 2016” campaign.

Indeed, Philippine tourism has come a long way, although challenges to local tourism are still numerous, particularly in the areas of security, marketing and infrastructure. But as more Filipinos become more aware of how tourism can affect their lives, the more they will see themselves as stakeholders. Hopefully more Filipinos will learn to come and work together in order to fully harness – and reap – the benefits of tourism.

When did tourism begin in the Philippines?

When did tourism begin in the Philippines：Tourism in the Philippines began during the Spanish colonial period in the 19th century, with early tourists primarily being European elite and traders.

Table of Contents

Early History of Tourism in the Philippines

This section delves into the history of tourism in the Philippines prior to the 20th century. During these times, although the concept of tourism as we know it today didn’t exist, there were already forms of travel and cultural exchange taking place in the region .

Pre-Colonial Period

Before the Spanish colonization, the Philippines was composed of various independent kingdoms and tribal communities. People from neighboring regions, such as China, Japan, and Malaysia, visited the islands for trade and cultural exchanges.

• Trade Relations with China and Other Neighbors: During this period, there was notable trade between Chinese merchants and the native people of the Philippines.

Spanish Colonial Period

With the arrival of the Spanish in the 16th century, the Philippines became a popular stop on the galleon trade route between Mexico and Spain. Although the primary intent was colonial in nature, the period saw the introduction of new culture, religion, and governance structure, which set the foundation for the Philippines’ diverse cultural heritage.

• The Galleon Trade： From 1565 to 1815, the Manila Galleon trade route was established, connecting the Philippines with Mexico and Spain. The Manila-Acapulco galleons brought people from various parts of the world to Manila, inadvertently promoting the islands as a place to visit.
• Cultural and Religious Introduction: The Spanish introduced Christianity to the Philippines. They built churches, some of which are now UNESCO World Heritage Sites like the Baroque Churches of the Philippines .
• Manila as a Key Port City: Manila, under Spanish rule, became a major port city in Asia, attracting merchants, missionaries, and travelers from various parts of the world.

Top 10 tourist attractions in the Philippines

The american period and its impact on tourism.

This section delves into the United States’ governance of the Philippines (1898-1946). It focuses on how this era shaped the Philippines’ tourism industry. The US initiated large-scale infrastructure projects. It also established English as a primary language. Moreover, the US marketed the Philippines as an exceptional tourist spot.

Establishment of Tourism Infrastructure

During the American period, infrastructure development became one of the top priorities. The US government built roads, bridges, ports, and modern transport, greatly enhancing Philippines’ tourism.

• Construction of Roads and Bridges： A network of roads and bridges connected previously isolated regions, making travel within the country more convenient and accessible.
• Development of Transportation Systems： The introduction of a structured public transportation system, including buses and jeepneys, which are now a cultural icon in the Philippines.

Promotion of the Philippines as a Tourist Destination

The American administration actively promoted the Philippines as a unique and exotic destination for American and other Western tourists.

Tourism Campaigns in Western Media： The government launched campaigns in newspapers, magazines, and travel exhibitions in the United States, showcasing the beauty and culture of the Philippines.

• Highlighting attractions : Promotions showcased beaches, festivals, history, like Banaue’s rice terraces.
• Tourism policies : US set rules, Tourist Bureau for Philippine tourism’s structure and promotion.

Post-War Era and Tourism

In the aftermath of World War II, the Philippines embarked on a period of recovery and reconstruction. The post-war era is pivotal as it set the stage for the evolution of a burgeoning tourism industry. In the subsequent years, particularly during the 1960s, the Philippines experienced a significant upswing in tourism activity due to various factors including infrastructural improvements and strategic promotional campaigns.

Rehabilitation of Tourism Facilities

After the extensive damages of World War II, there was an urgent need to rebuild and refurbish the tourism infrastructure of the Philippines.

• Major hotels, such as the Manila Hotel , underwent extensive renovations and restoration to cater to the increasing number of visitors both domestic and foreign.
• Important cultural and historical sites, including the walled city of Intramuros in Manila, were restored to preserve the heritage and attract tourists interested in the rich history of the country.
• The government and private sector invested in creating new attractions and facilities, like beach resorts, national parks, and cultural centers to boost tourism.

The 1960s Tourism Boom

The 1960s marked a significant increase in tourism activity in the Philippines. The nation was increasingly being viewed as a promising and exotic destination, owing much to the improvements in infrastructure and concerted promotional efforts.

• The Philippine government, in collaboration with private enterprises, launched aggressive international marketing campaigns, particularly targeting the Western countries, to portray the Philippines as a tropical paradise.
• The modernization and expansion of key airports, such as the Ninoy Aquino International Airport , played a crucial role in making the country more accessible to international travelers.
• The Philippine government established dedicated organizations, like the Philippine Tourist & Travel Association, which focused on promoting tourism effectively and responsibly.

Contemporary Era of Philippine Tourism

The contemporary era of Philippine tourism showcases the evolution, developments, and shifts in the Philippines’ efforts to boost its tourism sector .

21st Century Tourism Initiatives

In the 21st century, the Philippine government, in collaboration with various stakeholders, launched several initiatives aimed at promoting the country’s tourism potential:

• It’s More Fun in the Philippines Campaign : Launched in 2012, this marketing campaign capitalized on the country’s jovial spirit and captivating destinations. It quickly gained traction and played a significant role in promoting Philippine tourism globally.
• Improvement in Infrastructure : Recognizing the importance of accessibility, there has been a surge in the construction of new airports, roads, and ports. This ensures smoother travel experiences for visitors.

Challenges and Issues

Despite the positive growth, the Philippine tourism sector faces various challenges:

• Natural Disasters : The country, being in the Pacific Ring of Fire and a typhoon belt, is susceptible to natural disasters, impacting tourism.
• Political Stability and Security Concerns : Certain regions in the Philippines have experienced political unrest and security issues, deterring tourists from visiting.
• Environmental Degradation : Popular tourist spots like Boracay faced temporary closures due to environmental concerns. Over-tourism and lack of sustainable practices have posed threats to the natural beauty of the country.

Sustainable Tourism

Recognizing the challenges, the emphasis has now shifted towards sustainable tourism:

• Eco-Tourism Initiatives : Programs have been launched to promote eco-friendly travel experiences that leave minimal footprints. This includes eco-resorts, marine sanctuary tours, and community-based tourism.
• Regulations and Policies : Stricter guidelines have been set for businesses and tourists alike.
• Educating Tourists and Locals : Efforts are made to educate both visitors and locals about the importance of sustainable practices. This helps in building a collective responsibility towards the environment.

Related Posts

Is tourism high in the philippines, what is the most visited place in the philippines, what kind of tourism is in the philippines, why is philippines rich in tourism.

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Philippine Tourism: Evolution towards Sustainability

2014, SHS Web of Conferences

Tourism industry in the Philippines has been identified as one of the powerful engines for a strong and sustained economic growth. To determine whether the Philippine tourism industry is moving towards sustainable development, this paper explores the evolution of the tourism industry in the Philippines by tracing its historical transformations and determining its typology. Four major periods has been recognized, namely: 1] pre-martial law era (years before 1972); 2] martial law era (1972-1986); 3] post-martial law era (1986-2000); and 4] 21st century era (2001-present). The eras are based on the country's major political regimes. Corresponding events and numerous initiatives undertaken by the government agencies, non-government organizations and private sectors that significantly affect the tourism industry are described and analyzed. It is concluded that tourism is a well established industry in the Philippines that contributes to an inclusive economic growth of the country. The continued concerted efforts of all the stakeholders of the industry in the implementation of all these initiatives will surely lead to a sustainable Philippine tourism.

Related Papers

Ramon B A Alampay

The Philippines, through tourism, aspires to become a stronger player in the integrated travel industry of today. Yet, the country realizes that in order to do so, it must conserve, protect and strengthen the cultural, historical and natural resources upon which the Philippines draws its unique competitive advantages. All these in a manner that can be sustained for the benefit and enjoyment of future generations of Filipinos. This book, a collection of research papers funded by the Philippine APEC Study Center Network (PASCN), reflects the scope and complexity of sustainable tourism development. The various papers also mirror the complexity of sustainable tourism development and hint at the multidisciplinary approach that this mode of tourism needs to succeed. Each paper applies a different disciplinary framework to its particular tourism problem: economics, sociology, anthropology, environmental science, management science, human resources development, and others. Each paper also provides a unique academic angle on sustainability and tourism.

John Lourenze Poquiz

While tourism as an economic activity contributes to the growth of an economy, it also contributes “to irreversible damage to the environment” which may affect tourism in an area. In order to establish tourism as sustainable source of growth, policy makers should be able to examine the negative externalities resulting from tourism activities. Moreover, there should also be some metric for the assessment of interventions aimed at mitigating the adverse effects of tourism on environment. This study attempts to establish with a provisional methodology for the compilation of indicators measuring some of the impacts of tourism activities om the Philippine environment. The estimation strategy we employed involves the use of the Philippine Input-Output tables and the Philippine Tourism Satellite Accounts (PTSA) in generating indicators. We were able to generate statistics on the energy use and water use for each of the tourism industries highlighted in the PTSA. The hope is that this study...

This paper discusses the concept of sustainable tourism development and how the principles of sustainable tourism are operationalized through the activities, programs or projects of the national tourism organizations (NTOs) of the Philippines, Malaysia, Singapore and Thailand. Subsequently, the author identifies the approaches and best practices of the NTOs and gaps in the implementation of sustainable tourism development. The paper ends with recommendations on how to improve current efforts in effecting sustainable tourism development.

International Journal of Information Research & Review

Jazztin Jairum Manalo

Tourism industry serves as one of the top incomes of several countries due to its contribution to the economic development and welfare for its people. However, the tourism industry also has negative impacts to the environment and to the community. In order to address these issues, several nations are shifting to sustainable tourism as an alternative. With the practices of sustainable tourism and its fast growth to many developing countries such as the Philippines which resulted for natural resources preservation and economic development at the same time. Thus, it is in this frame of reference that this paper will provide insights on how sustainable tourism practices, particularly in Boracay and Puerto Princesa as two of the leading tourist destination sites is beneficial to the country. The study was conducted for a period of two months and gathered data coming from the Department of Tourism, City Tourism Offices and Key informants. Policies were also implemented by their local governments to ensure that sustainable tourism practices are maintained. Community based participation is highly recommended because this concept will provide additional employment to the community within the rural areas of the tourist destinations.

Jamie Espina

Asia Pacific Journal of Multidisciplinary Research

Sustainable tourism has been considered by many local governments as part of their initiatives for economic upliftment. It is one of the major sources of income through the use of their tourist attraction without compromising the natural resources situated within. The enactment and effective implementation of the local government’s policy have achieved a promising efficient outcome for sustainable tourism.. The city of Puerto Princesa had a long history considering its transformation from an environmentally degraded city into one of the major ecotourism sites around the world. Thus, this paper presents the case of Puerto Princesa and its practices as well as economic development by practicing sustainable tourism and effective policy implementation. The City Ordinance No. 163-91 and 640 has improved the lives of the communities by practicing cleanliness and effective waste management their surrounding and tourist destinations. Economic development and benefits from sustainable tourism reflects the city of Puerto Princesa as a role model for Local Government Units. The passing of City Ordinances on Cleanliness drive have played an important role in effective waste management of the city. The key role of having a strong political will in the local government has strongly maintained its best practices for two decades up to the present.

Gracia Bacz

The paper examines tourism in the Philippines, a South East Asian nation which has yet to reach its potential as an international destination. Conditions in the country are analysed and possible reasons for its relatively poor performance are discussed. Various barriers to development are identified, but political circumstances emerge as a key consideration whereby instability in assorted manifestations has impeded the operation of the industry, investment and policy making. While experiences of destination development are distinctive, the particular example offers insights into general processes and underlying dynamics.

Lyceum of the Philippines University Batangas

Enrique Oracion

This is the tourism chapter of The Civil Society Assessment of the 2004-2010 Medium Term Philippine Development Plan (MTPDP) produced by the Caucus of Development NGO Networks (CODE-NGO). The overall project assessed the performance of the Philippine Government relative to the MTPDP targets, and examined the responsiveness of the MTPDP framework to the development agenda of basic sectors and civil society. The paper finds that the MTPDP’s implied approach to poverty reduction from tourism tends to limit the scope and breadth of tourism’s poverty reduction effect to the priority tourism destinations and their vicinity. Nor does the Plan integrate the concerns for environmental sustainability and community involvement and empowerment. Forms of tourism such as ecotourism, agritourism and cultural tourism end up being treated by both DOT and the other government agencies as niche activities that are peripheral to their main activities. Recommendations are given to introduce a broader agenda for Philippine tourism based not only on growth, but also on equity and sustainability. From a single-minded focus on expanding the Philippine tourism industry, a multi-pronged program is recommended to also promote tourism as a complementary or alternative (where appropriate) development strategy for reducing poverty, promoting sustainable resource management, and empowering disadvantaged groups around the country.

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Sustainable Tourism in the Philippines: Balancing Nature and Development

• April 12, 2023
• Nature and Wildlife

Sustainable tourism is crucial for the Philippines, a country known for its natural beauty and biodiversity. Balancing development with nature is a challenge, but eco-tourism, community-based tourism, and responsible tourism practices are being implemented.

In this blog post, we’ll explore why sustainable tourism is important for the Philippines. So if you’re looking to explore the Philippines with conscious travel in mind, let’s dive into some information about sustainable tourism!

Sustainable Tourism in the Philippines

The Philippines is poised to become a leader in Sustainable Tourism. The country has already taken various steps to move towards that goal. There has been an increased focus on greening tourism initiatives. With community-based conservation and development a main driver. There are now more ecotourism sites that allow local communities to be part of the conversation and benefit from their participation in eco-tourism events.

This helps create jobs, resources, and social networks around sustainable practices. The government’s strong tie with international organizations such as UNEP and IUCN offers a great opportunity for the Philippines to continue leading the way. When it comes to sustainable tourism, leveraging both global and local efforts to achieve this important mission.

The challenges in implementing sustainable tourism in the Philippines

The Philippines is a beautiful country, filled with stunning natural scenery. However, the growth of different forms of tourism has presented the nation with a unique set of challenges.  With rapid development taking place, environmentally conscious measures must be taken into account. For businesses and tourists alike sustainable practices are to be implemented. Here are some of the challenges in implementing sustainable tourism in the Philippines:

Limited Awareness and Understanding

One of the main challenges in implementing sustainable tourism in the Philippines is the limited awareness and understanding of sustainable tourism. Many tourism industry players may not have sufficient knowledge about sustainable tourism practices. But, the public may not appreciate the importance of responsible tourism practices.

Insufficient Resources and Infrastructure

Another challenge is the lack of resources and infrastructure needed to support sustainable tourism. This includes inadequate waste management systems, limited public transportation options, and insufficient funding for conservation of natural resources.

Conflicting Interests and Priorities

Conflicting interests and priorities among stakeholders can create obstacles to sustainable tourism. Some local communities may prioritize short-term economic benefits over long-term sustainability goals. Developers and investors may prioritize profitability over environmental concerns. Such conflicting interests can make it difficult to achieve a balanced approach to tourism development.

Sustainable Tourism Practices in the Philippines

Sustainable tourism practices are gaining importance in the Philippine travel industry. With a variety of biodiverse regions, ranging from mountain paddies to marine sanctuaries. The Philippines is incredibly rich in natural resources and as such has much to offer travelers. Especially those seeking interactive experiences that promote environmental stewardship.

Local governments and tour providers have stepped up their commitment to developing eco-friendly sites and services. Visitors can enjoy the region’s many active adventures while taking part in educational activities that re-connect them with the environment.

Eco-tourism

Writing about eco-tourism and sustainable practices in the Philippines is a subject that should be taken seriously. It can have significant positive effects on the environment. The Department of Tourism in the Philippines has identified several sustainable tourism practices. They are currently under consideration for implementation.

These practices include training tourists ahead of their arrival to reduce waste. Eliminating single-use items such as plastic bottles, discouraging off-road driving, and promoting responsible dietary practices. These principles seek to protect fragile ecosystems while also creating an engaging an experience for visitors.

Community-based tourism

Community-based tourism is gaining widespread popularity in the Philippines. Its a mean of promoting sustainable tourism practices. Connecting with local communities allows visitors to gain insights into the cultural identities of different regions. Local communities are also given an opportunity to benefit from the income generated by tourism activities.

Tourists are able to experience immersive journeys through interactions with genuinely friendly local people. They discover historic sites and places of natural beauty. This type of tourism encourages the upkeep of traditional lifestyles. The linguistic dialects and arts which might otherwise be lost due to modernization.

Responsible tourism

The Philippines is an increasingly popular destination for travelers who value responsible tourism. Sustainable practices in the area are quickly gaining traction. The initiatives that reduce the environmental impact of tourism, provide opportunities for meaningful engagement with local cultures. It strengthens accommodations that support those from the poorest backgrounds, and promote sustainable ways.

From joining eco-friendly tours to choosing suppliers dedicated to sustainability, travelers committed to responsible tourism. They are empowered to make conscious decisions that benefit both tourists and locals alike. The continued commitment to sustainable practices throughout its fast growing tourist industry. Philippines continues to be a prime location for travelers.

Examples of Sustainable Tourism in the Philippines

The Philippines is becoming a popular destination for eco-enthusiasts and sustainable travel. More and more people taking part in ethical tourism. There are an increasing amount of examples of sustainable tourism in the country for travelers to get involved with! Many local tour operators offer carbon-neutral tours or hikes and biking trails supported by green energy sources. Tourists can also visit communities and participate in environmentally friendly conservation projects.

Tubbataha Reef Natural Park

Tubbataha Reef Natural Park is a paradise for divers and snorkelers. Thanks to its stunning scenery of coral reefs, pristine waters, and beautiful fish. This natural area consists of two atolls known as South and North Atoll. Established in 1988 as part of National Integrated Protected Areas System Act administrated.

It was declared as a UNESCO World Heritage Site in 1993 due to its ecological importance. According to DENR’s website, sustainable tourism ensures that local communities benefit from the site. It also preserves its marine resources through informed management.

Apo Island is located off the coast of Negros Oriental. A renowned for its effective protection of marine life. It has helped make it one of the best diving spots in the world. It was proclaimed a Marine Reserve and Protected Landscape & Seascape by President Corazon Aquino in 1988. Tourist activities on the island are carefully managed in order to minimize their environmental impact. Activities offered on Apo Island include kayaking, snorkeling, scuba diving and leisurely beach walks.

It is one of the clearest examples of sustainable tourism in the Philippines. Its commitment to conservation combined with a stunning natural environment make it a destination for travelers.

Batanes Islands

Situated in the far north of the Philippine archipelago, The Batanes Islands are an example of sustainable tourism done right. With their unique culture, landscape and historical sites that have remained unspoiled for centuries, visitors are able to experience this ecological paradise with its lush forests, endless coastlines and volcanic hills. The islands also boast some of the best conservation efforts amongst all provinces in the Philippines, emphasizing on environmental protection such as upholding strict regulations against littering and boosting organic farming.

Tourists can even engage in activities such as snorkeling and forest bathing whilst being surrounded by wildlife like sea turtles, tropical fish and a variety of birds without needing to worry about leaving a footprint behind. By visiting these beautiful islands, people are able to gain a deeper understanding of how conservation can be achieved yet still be enjoyable.

The Role of Stakeholders in Sustainable Tourism

Sustainable tourism is an approach that takes into consideration the environmental, socio-cultural and economic impacts of tourism and provides proactive solutions to mitigate these effects. It requires a collaborative and multi-disciplinary approach between stakeholders in order to achieve the desired objectives in a sustainable manner. Stakeholders play a crucial role in making this happen, as they help provide relevant context, bring resources to the table, clarify roles and responsibilities, identify opportunities and develop consensus among various parties.

Sustainable tourism is of great importance for our world, and governments must play a leading role in coordinating and collaborating between various stakeholders to ensure that it is pursued in an effective manner. Governments should put in place legislation and policies that support sustainable tourism, such as reducing emissions through regulations and supporting local businesses by providing incentives for eco-tourism initiatives.

Additionally, they should provide guidance to the private sector on how to move forward sustainably while supporting the interests of communities, promoting the conservation of natural resources and curbing human-caused pollution. Lastly, governments should serve as facilitators between key stakeholders such as non-profits, tourism industry professionals and citizens at large so that everyone can engage in coming up with solutions to ensure sustainable tourism.

Private sector

These entities are key stakeholders in sustainable tourism, and their responsibility for promoting responsible practices and outcomes should not be overlooked. Private sector players include hotels and transportation providers, but also include tour operators, shops, restaurants, and many other services used by tourists.

From the perspective of sustainability, private sector stakeholders should focus on the guest experience by setting up affordable but quality accommodation options; incorporating information about local culture into hospitality services; selecting locally produced foods to serve guests; using renewable energy sources if possible; actively engaging in environmental activities such as tree planting or beach cleanups.

Communities

Communities play an essential role in creating and maintaining sustainable tourism. From residents to business owners and local government, the stakeholders involved have a responsibility to advocate for high quality operations that emphasize positive environmental and socio-economic impact. Residents should educate themselves on green practices, support businesses that take on sustainability efforts, and demand responsible initiatives from their representatives.

Business owners can adopt innovative technologies or new policies that promote renewable energy usage or reduce waste production. Government representatives are tasked with executing laws or regulations pertaining to tourism operations that have long term positive outcomes, while also ensuring immediate community needs are met as well. Sustainable tourism is a shared effort.

Tourists have an essential role to play in creating a sustainable and equitable tourism industry. The processes involved in managing and governing tourism are mediated by stakeholders, including a number of actors such as destination managers, policy makers, and the participants who inhabit this ecosystem.

As one of those key stakeholders, tourists need to be aware that they hold a great deal of power when it comes to their choices when travelling, both socially and environmentally. From conscious consumerism to actively engaging with local communities and understanding some of the complexities associated with travelling responsibly, tourists have obligations and opportunities to help drive positive change for our planet.

In Conclusion

The sustainable tourism industry in the Philippines can be a great vehicle for both economic development, as well as conservation of natural and cultural heritage if properly managed. By focusing on maximizing the use of local resources, utilizing ecotourism practices, and placing a high importance on environmental education.

Through these efforts, not only can tourists enjoy all that one of the most biodiverse countries on Earth has to offer, but rural local communities and habitats can continue to reap the benefits while maintaining both their rich culture and ancestral environment.

Pongas Falls, a serene haven in Mountain Province, boasts a rich geological past. Tucked amid vibrant flora and wildlife,

Kiltepan in the Philippines is a morning marvel known for its captivating sunrise and the mesmerizing sea of clouds

Sumaguing Cave in Mountain Province is a geological marvel with unique rock formations, offering thrilling caving adventures for all

Mountain Province’s 8 Beautiful Waterfalls, from Canabo’s hidden gem to the enchanting Paradise Falls, offer a refreshing escape into

Visiting Kalinga in the Philippines is a must for anyone seeking an amazing and unique experience. Not only is

Cambulo Rice Terraces in Ifugao is an enchanting natural marvel. Carved meticulously into the mountains, these terraces boast a

Ifugao, a pristine paradise in the Philippines, offers a haven for wildlife enthusiasts. Tappiya Falls, a concealed treasure in

Kiangan Wildlife Sanctuary, nestled in Ifugao’s heart, is a biodiversity haven awaiting your exploration. This sanctuary teems with diverse

What Is the Origin of Tourism and Hospitality in the Philippines?

By Alice Nichols

Tourism and hospitality are two of the most important industries in the Philippines, contributing significantly to the country’s economy and providing employment opportunities to millions of Filipinos. However, their origins can be traced back to a time long before the Philippines became a popular tourist destination.

The history of tourism in the Philippines can be traced back to the Spanish era, when the country was under colonial rule. During this time, Spain established Manila as a major trading center in Asia, attracting merchants and traders from all over the world. This led to an influx of foreigners into the country, many of whom were interested in exploring its natural beauty and cultural heritage.

One of the earliest forms of hospitality in the Philippines was provided by local communities who welcomed these foreign visitors with open arms. They offered them food, accommodation, and guided tours of their villages and towns. This practice eventually evolved into what we now know as homestays or community-based tourism.

In the early 20th century, American influence brought about significant changes in Philippine tourism. The Americans built infrastructures such as roads and bridges that made travel much easier across different parts of the country. They also introduced modern hotel accommodations that catered to foreign tourists who desired more luxurious stays.

During World War II, tourism suffered a significant decline due to political instability and security concerns. However, after the war ended, efforts were made to revive this industry as it was seen as a key factor for economic growth. The Philippine government invested heavily in developing tourism infrastructure such as airports and seaports, establishing tourism offices both locally and internationally.

The 1970s saw a shift in Philippine tourism towards more environmentally sustainable practices. This was largely due to concerns about preserving natural resources and cultural heritage sites for future generations. Ecotourism became popular during this time with travelers seeking out destinations that offered unique experiences while minimizing their impact on the environment.

In recent years, advancements in technology have transformed how tourism and hospitality are conducted in the Philippines. The rise of social media and online booking platforms has made it easier for travelers to plan and book their trips. In addition, there has been a growing demand for experiential travel, with tourists seeking out opportunities to immerse themselves in local cultures and traditions.

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Today’s front page, Monday, April 29, 2024

Alarming rise of hotel rates threatens growth of PHL tourism industry

• BusinessMirror Editorial
• April 22, 2024
• 3 minute read

The high cost of travel and accommodation in the Philippines has been a long-standing concern for domestic tourists, destination management companies, and lawmakers. The situation has reached a point where many people now prefer to travel abroad, where they can get more value for their money. The issue is not limited to expensive domestic airfare; even hotels, especially those in Metro Manila, have significantly raised their room rates, surpassing pre-pandemic levels. Unfortunately, this trend is projected to continue in the medium term, posing a serious threat to the government’s goal of attracting 12 million international arrivals by 2028. (Read the BusinessMirror story:  ‘Keys Muna’: Imminent hotel room shortage—and resulting higher room rates—could derail PHL’s ambition to lure more visitors, April 20, 2024).

According to a recent briefing by Leechiu Property Consultants (LPC), there is an impending hotel shortage in the country. Only 87 properties are in the pipeline from 2025 to 2028, adding a mere 25,000 hotel rooms to the supply. This means that by 2028, there will be a total of 308,000 hotel rooms available. To achieve the target of 12 million inbound tourists by 2028, there needs to be an annual growth rate of approximately 10 percent. However, the growth in hotel keys during the same period is expected to be less than one percent, significantly limiting the country’s ability to reach its tourism goals. As a result, room rates and occupancy rates will undoubtedly increase, making travel more expensive for both locals and foreigners.

The majority of the new hotels (40 percent) are concentrated in Metro Manila, with the rest distributed among popular destinations such as Cebu, Boracay, Davao, and Palawan. While this development is promising, it may not be sufficient to meet the growing demand for accommodations. Furthermore, factors such as a high inflation rates and the cost of funding pose significant challenges to hotel development. High inflation rates make borrowing and financing more difficult, hindering the construction of new hotels.

The pandemic has also played a role in delaying hotel constructions. Many ongoing projects were halted, leading to a shortage in available rooms. Additionally, the current cost of funding, as reflected in lending rates, further contributes to the impending hotel shortage.

Inflationary pressures are expected to drive the average daily rates (ADR) of hotels to continue rising, outpacing occupancy and revenue per available room (RevPAR). While ADR typically lags behind occupancy growth, hotels have been focusing on increasing rates to offset higher operating costs driven by inflation. Luxury hotels in Metro Manila have already experienced significant ADR growth, surpassing pre-pandemic levels. This trend, coupled with the slow return of international travelers and rising operational costs, has made it challenging for hotels to generate profits.

The Department of Tourism (DOT) has projected inbound arrivals to reach 11.5 million and domestic trips to reach 137.5 million by 2028. However, the current National Tourism Development Plan (NTDP) lacks a clear identification of the number of hotels needed to accommodate these projected numbers. To address this, the DOT is working with the Philippine Hotel Owners Association to develop a strategic action plan for the hotel industry. The plan aims to identify incentives for hotel investments, required facilities, and suitable locations for construction.

It is crucial for the government and relevant stakeholders to address the rising cost of vacationing in the Philippines to ensure sustainable tourism growth. Efforts should be made to encourage the construction of more hotels, especially in popular tourist destinations beyond Metro Manila. Collaboration between the public and private sectors is essential to develop a comprehensive plan that addresses the challenges faced by the hotel industry, such as inflationary pressures and high funding costs. Additionally, exploring measures to promote competitive pricing, improve infrastructure, and enhance the overall tourism experience can help attract both domestic and international travelers.

The Philippines has immense potential as a tourist destination, offering diverse attractions and natural beauty. However, the stakes are high, as a shortage of affordable, quality accommodations could severely constrain the growth of the tourism industry—a critical driver of economic development, job creation, and foreign exchange earnings. Decisive action is needed now to avert this looming crisis and unlock the full potential of the Philippines as a premier travel destination.

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Boosting tourism: Exploring the MICE sector in the Philippines

Clark is emerging as a robust hub for MICE-related tourism.

Renowned for its white sand beaches, vibrant coral reefs, and mountain ranges, the Philippines captivates travelers from around the world.

Yet amid its abundant natural beauty lies an often-overlooked asset: a promising meetings, incentives, conferences, and exhibitions (MICE) sector that offers a wealth of opportunities for business and leisure alike.

Pivotal aspect of tourism

The MICE sector represents a pivotal aspect of tourism, drawing focus toward business-oriented events like conferences, seminars, trade shows, and incentive travel programs. These gatherings serve as a hub for professionals across various industries, fostering collaboration, knowledge exchange, and lucrative business opportunities.

Unlike traditional tourism, MICE events can generate higher economic returns for host destinations. It holds potential to drive growth, bolster revenue streams, and enhance destination development efforts. But how can we harness and amplify this potential to elevate the performance of MICE in the Philippines?

With integrated resorts and various facilities being built within Clark Freeport Zone, it is also now becoming a preferred destination for MICE events.

Venue selection

Considering the demanding schedules of business professionals attending such events, organizers shoulder the responsibility of meticulous venue selection, balancing accessibility, convenience, and experiential aspects. This entails ensuring easy access to airports, transportation hubs, and a diverse range of accommodation options to cater to attendees’ varying needs.

The chosen venue must be equipped with state-of-the-art meeting rooms, conference halls, and exhibition spaces tailored to accommodate the event’s scale and format.

A robust technological infrastructure is thus essential—reliable high speed internet connectivity and audio visual equipment to facilitate smooth presentations and interactions.

Additionally, the destination should contribute to enhancing the overall experience. Optimal venues provide ample opportunities for networking, team-building activities, and cultural immersions during off-times, allowing attendees to foster connections and create lasting memories beyond the confines of the conference room.

Mactan offers an ideal ground for MICE attendees.

Tourist behavior

Based on Q3 2023 statistics from the Department of Tourism (DOT), the average daily tourist expenditure in the Philippines amounts to P11,100, across the following various categories: 26 percent on accommodation, 24 percent on food and beverage, 21 percent on transportation, 13 percent on shopping, 11 percent on entertainment and recreation, and 5 percent on other expenses.

With this data in mind, how can local tourism effectively cater to MICE attendees?

Given that MICE events typically unfold during weekdays and culminate on weekends, and with attendees often receiving daily allowances while having their major expenses such as accommodation and food covered by their companies, they possess additional spending power and the freedom to extend their stay at the destination. By cultivating a dynamic shopping scene and offering engaging activities, local tourism destinations can entice MICE attendees to prolong their visits, thereby generating increased revenue and potentially nurturing repeat patronage in the long run.

The surge in tourist activity not only boosts job creation but also amplifies business revenue, creating a ripple effect across various sectors, from food and beverage establishments to airport services.

MICE events can generate higher economic returns for host destinations. (HTTPS://WWW.MICECON.PH)

Accessibility from Clark and Mactan

With 10 and 12 direct international flights, Clark and Mactan are emerging as robust hubs for MICE-related tourism.

Planned expansions aim to accommodate this growth, ensuring that nearby hotels remain accessible and accommodating. These strategic investments also encourage airlines to expand their direct flight offerings, bolstering tourism in the region.

Given increasing accessibility and the abundance of nearby attractions such as the Clark Freeport Zone and the historic Mount Pinatubo in Clark, and the pristine beaches and Magellan’s Cross in Mactan, these locations serve as ideal gateways for travelers eager to explore the diverse offerings of the Philippines. Visitors from Clark have easy access to the stunning beaches of La Union, the mountains of Benguet, and Baler, the renowned birthplace of Philippine surfing.

Mactan, meanwhile, provides convenient ferry connections to Bohol, where travelers can indulge in the island’s turquoise waters and captivating natural wonders. Siquijor, another island paradise, is also within easy reach by ferry from Cebu.

Leechiu Property Consultants has noted a surge in inquiries from clients drawn to these destinations.

With its abundance of hotels, diverse tourist attractions, robust service industry, and solid infrastructure, the Philippines is primed to establish itself as a leading MICE destination in Southeast Asia.

By capitalizing on the unique strengths of Clark and Mactan gateways, by improving infrastructure, and by showcasing regional offerings, the Philippines can solidify its position as a coveted MICE destination.

The author is a manager for the Hotels, Tourism, and Leisure department of Leechiu Property Consultants Inc., the country’s premier real estate advisory firm. He holds licenses as a real estate appraiser and broker.

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ESSAY SAUCE

FOR STUDENTS : ALL THE INGREDIENTS OF A GOOD ESSAY

Essay: Tourism Development in the Philippines

Essay details and download:.

• Subject area(s): Hospitality and tourism essays
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Tourism Development is a multisectoral activity requiring inputs of social, economic, cultural and environmental natures and begets employment directly and indirectly with the increasing growth in other related industries (Saleh, 2014). While Development, is the continuous and positive change in cultural, environmental and social dimensions (Telfer, 2015). These two words when combined form the word Tourism development which plays a vital role in the tourism industry. Tourism development is a series of goal systems and overall arrangements based on the history, current situation and market factors of a tourist destination (Aguila & Ragot, 2014) it is the reason for the continuing progress of tourist destinations in the Philippines and Abroad. Tourism Development has several objectives, but the main objective of having a tourism development plan in a given destination is to increase employment opportunities and the income in the destination itself (DOT, 2012). With these given the number of tourists will increase because of the proper management and utilization of the tourist destination. Another purpose of Tourism Development is the obligation to contribute to the protection and maintenance of the beauty of the cultures, traditions and value systems of the communities (Sharpley and Telfer, 2015). It should also be a promoter for the strengthening of cultural identities and the population’s dignity (Sharpley and Telfer, 2015).

Based on (Le Pelley and Pettit, 2015)’s case study, the Canterbury and Vladimir International Action for Regeneration, it defines and explains the conceptual framework for the actions undertaken and assesses how these techniques learnt have been adapted by Vladimir City Administration and by businesses in Vladimir to develop a basis for a sustainable heritage tourism industry within the metro.

Based on the theory of (Anuar, Ahmad, Jusoh, and Hussain, 2012) “The Essential Elements Underlying Formation of Tourist Friendly Destination Concept: Analysis In Micro Level” this study is a concept paper that aims to identify the elements or the characteristics of an ideal tourist destination. The findings of this study have identified the elements or the characteristics like the Attraction, Accessibility, Ancillary Services, Amenities, Safety and Security and other elements that are needed in a tourist destination.

Tourism Development in the Philippines

One of the major contributors to the economic growth of the Philippines is the tourism sector. It provides many career opportunities for Filipino citizens and contributes to an inclusive growth of the country’s Gross Domestic Product (GDP). The Philippine government agencies, both national and local, as well as the private agencies have launched several initiatives designed to develop and sustain the tourism industry.

There are four major eras that has been recognized in the evolution of the Philippines tourism industry development. The first one is the pre-martial law era or the years before 1972, followed by the martial law era (1972-1986), next is the post-martial era (1986-2000), and lastly is the 21st century era (2001-present). These eras are based on the country’s major political regime (Añasco and Lizada, 2014).

Because of the negative effect of World War II, the tourism industry in the country started to decrease. But in the early part of 1970, our government has implemented various tourism programs to help boost the country’s tourism sector. This resulted to a massive influx of foreign tourists in the year 1972. However, in the later part of the Martial law era, Philippines tourist arrival started to fall again from 1,008,000 in 1980 to 782,000 in 1986 (Añasco and Lizada, 2014) due to the great political upheaval which resulted to People’s Power Rebolution in EDSA and the removal of the President that time, Pres. Marcos, from Malacañan.

Philippines tourism industry started to recover again after the restoration of the country’s democracy. Tourist flourished again in 1993 with a total of 1.4 million visitors, this record has increased by 19% from the previous year (Chon and Hilton, 2014).

Finally, in the 21st century era, tourism industry gradually recovers and continues to rapidly grow. According to World Travel and Tourism Council (WTTC), a total of 1.43 trillion peso or 10.6% has been contributed by the travel and tourism industry to the Philippines Gross Domestic Product (GDP) in 2015. It also generated 1.3 million jobs in tourism sector. These includes the employment in hotels and restaurants, airlines and other transport services, travel agencies as well as other leisure establishments such as shopping malls (WTTC, 2015). In 2017, according to the official statistics kept by the Department of Tourism (DOT), a total of 2,882,737 tourists have been recorded for the first 5 months of the year. This volume increased by 14.43% since the year 2016, which has 2,519,300. With the month of January having the biggest volume recorded and the month of April having the highest growth registered (DOT, 2017).

Moreover, Philippines have been improving its tourism industry with the full support of both the government and private sectors. Department of Tourism (DOT) launched a new National Tourism Development Plan for the year 2016-2022. Its vision is to “Develop a highly competitive, environmentally sustainable and socially responsible tourism that promotes inclusive growth through employment generation and equitable distribution of income.” Large part of the plan focuses on tourism infrastructure, improving transportation networks, primarily through the expansion of airports, seaports, and roads.

Alternative Tourism

Alternative Tourism involves the traveling of people to places other than the usual attractions or what is also called “Mass Tourism” (Hasan, 2016). It can be also categorized into three main groups known as Nature-Based Tourism, Cultural Tourism, and Adventure Tourism.

Nature-Based Tourism from the word itself involves interaction and appreciation with the natural environment (Wood, Guerry, Silver & Lacayo, 2013). It involves activities such as bird-watching, scuba diving, hiking, and any other recreational activities found in the destination.

Cultural Tourism involves the movement of people to cultural attractions in cities, in countries or places other than their normal place of residence with the intention of gathering new information and experiences to satisfy their needs for cultural involvement. Examples of cultural attractions are heritage sites, artistic and cultural manifestations and arts and drama in places outside their normal country of residence (Cros and McKercher, 2015). It gives people the opportunity to engage with the community’s diverse tangible and intangible cultural heritage. This may create the potential to provide peak experiences for the tourists.

Adventure Tourism involves people especially adventurers and risk takers enjoying outdoor travel activities. The exotic, unusual, and wilderness or remote places are the main attractions found in adventure tourism activities (Dar, 2014). In the Philippines, Adventure Tourism is thriving because of the exotic adventure destinations. Every adventure destination has its unique attractions and activities. In Air adventure sky diving, helicopter sightseeing, and paragliding and other thrilling air activities are present. Mountain biking, trekking, rock climbing and other land adventure activities are present Land adventure. Lastly, Water adventure involves snorkeling, surfing, swimming, and scuba diving are some of the activities that adventurers will surely enjoy (Gatdula, 2015).

The martial art Arnis has had a positive impact on tourism in the Philippines. The recognition of Arnis as the national martial art and sport has helped to promote Filipino culture and attract tourists interested in martial arts and sports. Arnis is often included in cultural shows and festivals, and some tourist destinations in the Philippines offer Arnis demonstrations and workshops.

Furthermore, Arnis has been featured in tourism campaigns by the Philippine Department of Tourism, such as the “ It’s More Fun in the Philippines ” campaign. This has helped to increase awareness and interest in Arnis among both domestic and international tourists.

In addition, Arnis training and camps have been organized in the Philippines specifically for foreign martial arts enthusiasts and tourists. These training programs provide an immersive experience in Filipino culture and offer opportunities for cultural exchange and interaction.

Overall, Arnis has contributed to the diversification of tourism offerings in the Philippines, providing visitors with a unique and authentic cultural experience.

Farm Tourism

Farm tourism or commonly known as Agritourism is a rural tourism that combines a working farm environment and tourism supply components (Srivastava, 2016). It involves recreational activities and services that take place in a working farm that aims to attract visitors in participating on agricultural activities for leisure purposes. Activities like farm festivals, picking your own produce, feeding animals, horseback riding, bird watching, educational trips and farm stays (Budiasa & Ambarawati, 2014; Barbieri and Mshenga, 2008). There are many terms that are used interchangeably by the researchers on different studies and literature to refer farm tourism. Terms such as “agrotourism”, “agritourism”, “agritainment”, “rural tourism”, “farm-based tourism” and many more. Farm tourism and Agritourism are the common terms that are always used (Arroyo, 2012; Barbieri & Mshenga, 2008; Giorgia, Rizzo & Traverso, 2010).

One study noted that there are three types of tourist contact with agricultural activity. The first one is the direct contact, which indicates the physical aspect of the visitor’s experience. For example, picking of pineapples and feeding farm animals. Next one is the indirect contact, which specifies the secondary connection of tourists to farm activities. Given examples are farm mazes, go for a hayride and hiking or hunting. And lastly, the passive contact, which indicates the operation of tourism and agriculture independently. Examples are outdoor activities and farm festivals (Philip, Hunter and Blackstock, 2009).

There is an increase in demand for travelling in rural places and experiencing agricultural practices because of agritourism. People, especially those who are living in urban areas, want to breathe fresh air and experience something new that is different form their usual everyday routine. They are seeking for a relaxing environment; they want to escape temporarily, far from the stress of everyday life in the city. And they are also willing to spend their money provided that it is worth the price. Farm tourism, however, is not only for the visitors to experience and learn rural practices, pick fruits, feed animals and milk cows. It also benefits the farmers and local community by generating additional source of income for them (Mnguni, 2010; Roth and Ochterski, 2016; Srivastava, 2016).

One study entitled “Getting Started in Agritourism” listed twelve (12) possible sources to generate income for the farms. These are the admission fee, tour guide fee, sales of the farm’s fresh goods and processed goods, souvenirs like t-shirts and crafts, activities like horseback riding, educational tours for students, tasting fee, facility rental for events like wedding or birthday parties, show fee, farm accommodations, and food services (Roth and Ochterski, 2016).

Philippines is blessed with lots of natural resources and agritourism sites can be found all over the country. Department of Tourism (DOT) accredited many farm tourism sites across the country. Some of these are the strawberry and organic vegetable farms in Benguet and the pineapple and coffee plantations in Bukidnon (Recio, Ade, Esguerra, Mandanas, Masankay, Mendania, Apritado, 2014). On the year 2016, former President Benigno S. Aquino III signed the RA Act No. 10816. It is an act that provide for the development and promotion of farm tourism here in the Philippines. This act also aims to provide additional income for farmers, farmworkers and fisherfolk.

Destination Attributes or Activities in Farm Destination

As told by (Salamon, 2014) Farming is not the usual occupation someone would take. A farm is a product of the business of families throughout the history. A farm is the business of a family which expands due to development. In order for the tourists to experience the culture, history and cultural heritage, farming activities rose to fame. Giving the tourists experiences in farming. To boost and enable innovation and competitiveness in the farming sector, the local government needs to diversify farming towards more service-intensive businesses and farming activities. It is important for face to face customer relationships and creating experiences by farming activities and the enterprises (Cassel and Pettersson, 2015).

Tourists can have the physical experience of being in the farm and participating in farming activities such as Farm Planting. It is an activity that provides recreational and learning areas for the tourists, with this type of concept, it is used as stepping stones for increasing the biodiversity interaction with the people. It is also increasing in restoration circles. For it to expand Native biodiversity, Native plantings which is part of stepping stone areas need to have great extensions (Greer,P.,Bowie, Michael H., Doscher, Crile, 2017).

Another farming activity that involves a great amount of physical effort is Ploughing. It constitutes the principal operation in farming routine. It is best to plough as deeper as possible. It is advisable for the land to be well ploughed and cultivated to a desirable depth for an excellent result of good crops or in the Pineapple farm’s case the Pineapples. Farmers should demonstrate the proper way of ploughing for a better native biodiversity (Becton, 2013).

(Various, 2013) said that to eliminate and control the population of pests, Spraying and Dusting are needed. Pineapples have the sweet and tangy taste that may attract a lot of pests that can hinder the growth and its quality. Farmers use these Farming activities to extinguish the pests to keep the Pineapples in its best condition. These farming activities have been used for many years all around the world and it is not only used in farms but also in orchards and vineries as well.

The last Farming activity is Harvesting, According to (Belt Corporation of America, 2017) it is the last activity that farmers undergo before they sell their products. Ripe crops from the fields are gathered and processed after the process is done, preparations for the pineapple fruits to be sold will take place. Harvesting is the most labor-intensive activity for the growing season to the farmers.

Additionally, in terms of accommodation, Mahaliyanaarachchi (2015) stated that, a usual type of an accommodation in farm tourism is a bed & breakfast inn; wherein the owner of the farm offers his/her house to be the temporary shelter of the visitors. The farm house should be unique, doesn’t need to be a mansion as long as it is comfortable, clean, distinctive and pleasant. The Farm B&B owners however should provide a quality service for the money paid by their visitors. Visitors on the other hand do not expect a 5 star match hotel but with a clean and well organized rooms and they expect also a memorable farm related activities.

Pililla Pineapple Farm

The town of Pililia in the province of Rizal is not just famous because of the windmills but also of having blessed with different kinds of agricultural production. One of these is their big yet sweet produce of pineapple that has been popular to most of the places in the region. These can be seen in the mountainous area of Pililia that lies in Sitio Bugarin, Barangay Halayhayin with a land area of 2,652.50 hectare (Rizal Provincial Office, 2013). The vast plantation of Pineapple at Sitio Bugarin is consisting of land owned by different farmers residing in the area. One farmer has an average farm area of 10 hectares.

In the year 2004, these farmers established an organization called Bugarin’s Pineapple Growers and has 52 registered members. The main goal of the organization is to unite all the farmers and also to help them earn more profit by producing products out of their harvest pineapples. Pineapple wines and pineapple chutney are some of the products that is being manufactured with the factory that was established. The factory is located near the residence of the former president of the organization and the products that were manufactured was been sold to the different parts of the province of Rizal.

One channel to sell the products is the Rizal Expo held at Sta. Lucia Mall wherein different products from different municipalities of Rizal were showcased to the public (Department of Agriculture, Pililla 2017). Though according to the one of the member of the organization the factory didn’t succeed the first place because harvesting of pineapples is seasonal and selling of fresh pineapples is swifter in the market, despite the stopped of the production of the factory the manufacturing of the pineapple products still continue in the houses of the famers.

Tourism Industry of Rizal Province

Rizal Province was named after the Philippines’ National Hero, Dr. Jose Rizal. It has also gained the reputation “Cradle of Philippine Art” because of its popular artists’ communities and folk festivals (DOT, 2009). The climate in Rizal Province is Type 1; it has two pronounced seasons which are dry and wet. The dry season lasts from November to April, and the rest of the year for the wet season. With this type of climate it is highly in favor for the vast production of agriculture and industrial development to become productive (Vigattintourism, 2018). Rizal Province is abundant in beautiful attractions, full of natural springs rock formations, waterfalls, the panoramic view of Sierra Madre Mountain Ranges and Laguna de Bay, the vibrant festivities, and the green sceneries (Rizal Province Trade and Commerce, 2013).

Rizal province is home to a lot of tourist attractions which make its tourism industry very satisfying. Its known attractions are: Daranak falls, it is a 14-meter high falls known as a shooting location for local and international movies and advertising outfits in the country. It is located in Barangay Tandang Kutyo, Tanay. Next is Batlag falls, it is located in Tanay. In Binangonan is where the Talim Island is located. It is where 17 coastal barangays of the municipality of Binangonan are located. Another one is the Overlooking view in Sumulong Highway in Antipolo. It is situated on top of a hill where the whole metropolis can be viewed. There is also a good amount of restaurants and bars that can be found there. Next is the Pililla View Area, in Sitio Bugarin, Pililla. It’s located on top of a mountain with an overlooking view of the Laguna Lake and outlines of the Mount Makiling and Mount Banahaw. Uugong Arts and Cultural Park is another tourist attraction found in Barangay Bombogan, Morong. This site is owned by Rafael Pacheco who facilitates in art workshops, demonstrations and lectures. Lastly is the Hinulugang Taktak in Taktak road, Antipolo. This mountain resort is known for its waterfalls, and picnic cottages, swimming pool, artificial paths and steps to view the environs. The month of May is when the resort is at its peak, thousands of visitors enjoy watching the concerts and plays, with popular activities in the city like a pilgrimage to the Shrine of Our Lady of Peace and Good Voyage (DOT, 2014).

The Tourism in Rizal is being well planned and strategized to produce a better outcome, Just last 2016, The National Association of Independent Travel Agencies also known as NAITAS Rizal Chapter facilitated the 2016 Rizal Tourism Summit, it is a cooperative effort of government entities and tourism stakeholders with the same objective and that is to boost further the local tourism of Rizal and estimate the tourist arrivals for both local and foreign. Ferdinand Cruz, the NAITAS Rizal President, stated in an interview that the two day summit within the province is an assembly composed of tourism trustees from Rizal to fortify the partnership between the local government unit and private sector. Their main objective is to conceptualize strategies in promotion of a more dynamic tourism business in Rizal (Molina Jr., 2016).

Tourism Supply Components

According to one study, the context of tourism supply is not the same with the usual concept of products/services in other industry. It is not transferable hence product delivery cannot be made. Tourism supply is inseparable to the destination; it is performed within the attraction. Additionally, it is perishable and cannot be stock for future use; products are consumed as they are produced. (Bădiță, 2012; Middleton, Fyall, Morgan and Ranchhod, 2009)

Tourism supply is a mixture of various components. These components were classified into four different categories on the book entitled, “Tourism: Principles, Practices, and Philosophies”. The first category is the natural and environmental resources, which includes the physical geography, weather condition of the area and natural resources. Followed by, the built environment, which main elements are the infrastructure and superstructure of the destination. Third, is the operating sectors, this includes the 5 A’s of tourism industry – attraction, accessibility, accommodation, amenities and activities. And the last category is the hospitality and cultural resources. (Goeldner and Ritchie, 2009; Vanhove, 2011)

Natural components refers to natural elements that can be seen and feel in a destination. This resources is one of the important factors in tourism supply and it has the power to attract tourists to go on the destination. This includes mountains, beaches, the physical geography, weather condition of the area, landscapes, water falls, etc. (Dupeyras and MacCallum, 2013; Vanhove, 2011)

Infrastructure includes all the transport system – railways, roads, port/ferry, airports, parking facilities etc. – and public utilities that provides water, electricity, telecommunication signal etc. In addition, superstructure includes all the facilities and amenities on the destination such as lodging facilities, restaurants, resorts, stores and many more (Vanhove, 2011).

Accessibility

Accessibility is a vital factor in a tourist destination. Ease in reaching a tourist destination can possibly be measured in terms of the quality of road networks that provide access to them. (Al, Xia Veenendaal, 2013) A tourist destination can magnet more tourists if it has a good mode of transportation (Karakas, 2012; Wu & Guo, 2013). Transportation services in Japan have greatly improved ever since there was an increase in the number of domestic airports in Japan (Fujiwara and Zhang, 2013). The better the accessibility of an attraction, the greater it can contribute to the locals residing in the area. In the case of Xi-Hung Road in China, road infrastructure investment took place where in both places, Xiai and Hung, could benefit to the increase of visitors. (Li, Zhang, Xu, Jiang, 2013) It can also become a source of income for the locals (Kotler, Bowen & Makens, 2014).

In describing a tourist destination’s attractiveness and competitiveness, one has to look at the road infrastructure because it can give a positive or negative effect to the tourist’s experience. (Ministry of Business, Innovation, and Employment, 2016) The government plays an essential role in improving the accessibility of a tourist destination, but in the case of Taal, Batangas, Philippines, developing tourist accessibility was challenged by financial difficulties (Aguda, Tamayo & Barlan, 2013).

The competitiveness and accessibility can be fully achieved if the government takes a step or action. (Generalitat de CatalUnya, 2013).

The amenities of a tourist destination are what make an attraction a cut above the rest. They serve as the chain that binds tourism and recreation. (Betz, Perdue, 2017) A tourist attraction can give the tourists two satisfactions which can be either tangible or intangible experiences. Giving attention to amenities by enhancing facilities can pave the way for more number of tourists and increase in visits. (Manimekalai, Karthik, 2017) A tourist’s favorable assessment of the offers and amenities of a destination will not just foster repeated patronage but will also increase word of mouth recommendation to other people who can and will visit the place. (Hassan, Shahnewaz, 2014) An evaluation of a destination’s standing in terms of its amenities can determine its competitiveness. It can be measured through infrastructure and services, including the accommodation that can boost the tourist experience. (Simmons, Sleeman, 2012) According to Vail (2010) Tourism amenity is either placed based attributes or hand-created that will surely enhanced the visitor’s quality of stay within the destination. In the case of Maine, good amenity investment can lead to two benefits, one is to attract more high-spending visitors and the other is to improve the quality of life of the residents of Maine. While in a study conducted by Brey (2011) he defined what a resort amenity has to offer in a destination. Provide one signature amenity or anchor attribute, provide secondary recreation/leisure /entertainment experiences and emphasize a leisure or retreat-environment experience. He also stated that resort services and other amenities are one of the key factors in making a decision in vacation. Also, small scale businesses like retail stores or shops plays an important part in making a destination developed because it has a positive potential in terms of social and economic change (Brouder & Eriksson, 2013) Shopping is one of the most common tourist activities in the world. Taking home souvenirs from a destination holds a great symbolic value related to the travel experience and memories of the tourist within the place. (Littrell 1994 et al., Ibadat 2016)

Ancillary services

Ancillary products otherwise known as “add-ons” to the tourist experience may come in many forms such as hotel transfer, access to inhouse, facilities and current exchange. (Wright, 2013) Add-ons services can also be services that come up with tourist-industry support, including marketing and promotional facilities, and travel agencies (Simmons, Sleeman, 2012). In addition to that, another way to satisfy tourists is to make their experience memorable. Tour guides should actively engage with tourists to make their guided tour experience memorable (Weiller and Black, 2015). Tour Guides play a vital role in representing a destination to a tourist. The tourist satisfaction and the possibility of returning is somehow depends on how their tour guides treat them (Cetinkaya & Oter 2016) Also, the service that they provide may give a lasting impression to the tourist. (Prakash, Monika; Chowdhary, Nimit & Sunayana, 2010) Giving attention to providing ancillary services to tourists means that you know what your tourists want and what satisfies them (Wyman, 2016). Another important service that a tourist may be always concerned is in the aspect of telecommunication. The advancement of technologies nowadays such as television, internet, radio and phones made communicating overseas easy in our daily lives. Phone calls is now a major way of communicating to people all around the world. (Perez, 2015) In addition, with the influence of technology, the competitiveness of tourist destination also boosts. (Boes, 2015; Presenza, 2014)

In a recent study, the ambiance or scenery of a tourist attraction falls under the intangible characteristics of a tourist attraction. (Wang, 2016) These intangibles includes security and the place’s natural beauty, which are the factors highly regarded by tourists (Cetinsoz and Artuger, 2014) A tourist attraction is also visited because of the tourist’s perception about it and how they associate it with what its country is known for. (Morris, 2015) The tourist’s perceived image of an attraction can be a major factor as to why it is visited by many. Weather, food, art, history, and culture of a tourist destination may also be put into consideration (Ball, 2014). One of the most important characteristic of a tourist destination is that it must be experienced at the attraction rather than at the tourist’s home. We call it tourism if somebody is moving to a location where he/she wants to experience something new, such as beach destination, indigenous pyramids, concerts, nature reserve or special sports event (Gisolf, 2012). Evaluating also based on what it has to offer, its quality, uniqueness or extraordinary value, we can now think of multiple activities that suit the destination. One of the assets of a destination is its local residents. Involving them can boost the level of support that tourism development may get. Everyone in the community can help in thinking on how the destination may promote (Vitcenda, 2011).

The type of scenery or attraction that can be seen in a particular place also distinguishes the type of tourists attracted to it (Ozdemir, 2014). Consequently, when a tourist’s satisfaction is met, it will come out naturally to them to pass on to another of what they’ve experienced, resulting to a good image for the destination (Dhankhar& Singh, 2014).

Safety and Security

According to (Tarlow, 2014), assurance of safety is needed by the tourists to reduce the fear or paranoia of travelling from one place to another. Tourists should feel the sense of safety and security to boost their confidence in travelling (Brossman, 2016). According to (Hollnagel, 2013), safety is a state or condition where no accidents, injuries or any other mishappenings happen. While Security, (Kissel, 2013) Security is the condition of protective measures being performed.

Tourism destination without the right and proper safety and security can lose its competitiveness advantage. Safety and security is one of the fundamentals in tourism development, any threat and danger can keep tourist to visit a destination and it can affect any impact plans. Security in tourism is not just the safety of the tourist while they are in the destination but in includes also the safety of the tourist until he or she gets home. Tourism Oriented Policing and Protection Services also known as TOPPS was first proposed in the early part of 1990’s by tourism security experts: Tarlow, Pizam, Mansfeld. Its main goal is to protect and save tourist from any threats, harm, to provide security and assistance and to investigate in any crime involving the locals and international tourists (Payam, 2015).

In the case of Malaysia, tagged as being one of the most visited countries in the Asia, in 2012 & 2013, Kuala Lumpur voted as the world’s fourth best shopping destination by CNN travel survey. The same survey also listed the three of the island and beaches as among the Top 50 Beaches of the World’s 100 Best Beaches which is the Perhentian Kecil Island, Terengganu, Juara Beach, Pulau Tioman and TanjungRhu, Langkawi. Have been taken several strategies to give high priority to safety issues. They believe that the success of a tourist destination is being able to provide a safe and secure environment to its visitor. However Malaysia’s reputation on safety and security began to tarnish because of some incident on threat of terrorism.

From a CNN global study in 2013, 67 percent of respondents more worries about the safety and security of a destination rather than its cost and reputation. This only shows that safety and security is a maintaining process to every country (Mohd Ayob, and Masron, 2014). In a study of Pizam (2016) they stated some types of security incidents. The four possible incidents that might harmfully affect the tourism system are as follows: crime-related incidents, terrorism, war, and civil/political unrest. According to them, crime-related incidents may be in the form of crimes committed by local residents against tourists; crimes committed by tourists against local residents; crimes committed by tourists against other tourists; and organized crime against tourism enterprises. While in the form political unrest it may be in the form of Coup d’état, violent demonstrations, uprising and riots these incidents may cause a major decline in a tourist arrival of a destinations.

Impacts of Safety and Security

Impact on Tourism Industry

In most cases, the locals and the destination itself are highly affected by the negative effect in failure on safety and security.

Impact on the destination itself

When an incident happened, the in-charge officials first things that did was to assess the damage that cause to the destination. This assessment was made to formulate the appropriate plan or policy to be done.

Impact on Host Government

In some places, tourism is one of the major contributors in its community so when an incident happened the affected government can create immediately or implement a new and improved security measure within the area. Assist in the recovering and to the damage and lastly is to provide financial assistance to major negative ramification (Mansfeld, 2016).

In a study conducted with the hotels in Egypt, safety and security were being a frequent issue there. Egypt experienced one of the worst events with regards of political crises, the country suffered violent incidents, labor strikes, terrorist attacks and large protests. The violence was intensively broadcast by media all around the globe and many countries advise their citizens to evacuate their citizens in Egypt. Egypt was perceived as an unsafe and insecure destination for travel and tourism activities. Survey conducted on visitors of hotels in Egypt and found out that Hotel Managers should focus more on guestrooms security, access control and cyber security (Ghazi, 2015). The safety and security has a huge impact on the traveler whether to continue to go or not in a destination and yet many government and private sector take less attention on “law and order” as factor tourist always consider in visiting a destination (Farina, 2010).

Soft Tourism Development Strategies

Based on a study conducted by (Lusby, 2018), the Soft Tourism Development concept emerged during the 1980s and early 1990s to improve the issue with a large scale unsustainable tourism development. It is known to be an extreme type of tourism development on continuous development strategies. Soft Tourism Development has also been best recommended for the outlying and rural areas like farmlands and in Pililla’s case, the Pineapple Farm.

The Researchers presented a list of strategies for the Proposed Soft Tourism Development Program. The strategies are as follows: The local government could enhance the shuttle service leading to the farm. According to (IRU, 2018), Shuttle Services or coaches is a convenient mode of transportation when exploring short and medium distances in tourist attractions especially in rural areas. It allows people to explore the new places through tourism. Another strategy would be, the local government should fund more road signages while the management should be the one who will be responsible for maintaining it. (ZUMAR, 2018) said that the importance of road signs or highway signs is to alert the drivers to reduce or increase their speed limit for a particular way. It also makes people aware of detours, roads that are under construction, and dangerous places like sharp turns and steep hills. Road signages reduces accidents that can possibly happen. The next strategy is, the local community should entertain more business investors who could facilitate in developing lodging facilities for the tourists. (Batin, 2015) stated that lodging facilities in rural areas are small, comfy and family-style environment with limited and small operations where the tourists or the guests can share meals and amenities with their host family. The next strategy is, The local government should conduct seminars/training for local residents who have the potential to accommodate tourists is supported by the study by (Sandaruwani & Gnanapala, 2016) who stated that the role of a Tour Guide is to guide a group of tourists or individuals by sharing their knowledge about the specific tourist attractions and historical sites and passionately promote the cultural and natural heritage of the tourist attraction. For a tourist guide to perform well he needs to undergo seminars and trainings so that he can hone his skills and become a professional. Another strategy is, the local government should develop more telecommunication system on the site. The (National Academy of Science, 2018) found out that the participation and development of the people living in communities disadvantaged by the geography and especially in rural area is enabled by Telecommunication System. It is also essential because it provides security in case of a natural disaster or accident in the area. Next, the local government should enhance security equipment and train the management and local residents who will be responsible for the equipment. (World Tourism Organization, 2017) stated that the tourist destination’s success depends on the ability to provide safety and security to the environment for the tourists be able to tour the attraction freely and and at ease. Providing security equipment will create extension for the well-being of the tourists. And lastly, the management should facilitate in more of the said farming activities and they could assign local residents to be in charge of it. To boost and enable innovation and competitiveness in the farming sector, the local government needs to diversify farming towards more service-intensive businesses and farming activities. It is important for face to face customer relationships and creating experiences by farming activities and the entrepreneurs (Cassel & Pettersson, 2015).

Grasse in France

Located in the Alpes-Maritimes area on the French Riviera, Grasse is popular for its scent and perfume. Before this place became known for its scent, Grasse was famous for its leather and tanneries. Leather Gloves that is produced here around 1700 had an unpleasant smell, and then one of the tanners came up with the idea of having the gloves scented. To create scented gloves, the townspeople began to grow flowers (hyacinths, tuberose and Centifolia roses), which was aided by the area’s microclimate and the fact the Moors brought jasmine into the area. (Walton, 2016) Grasse is popularly known for producing two-thirds of France’s natural aromas, and of the greatest names in the perfume industry such as Chanel and Christian Dior. A According to Han-Paul Bodifée, a chemical engineer who is president of Prodarom, the trade association, and of Pôle PASS, the competitiveness cluster for the scents and flavours industry, which are both based in Grasse, in the colonial era when local flower production could no longer meet demand some of the pioneers in the industry went abroad and got raw materials from different countries such as Tunisia and Morocco then they carried out the primary extraction in those countries and only the final production stages were carried out in Grasse (Tiemen, 2012). Though of Grasse’s serene ambiance the majority of its local people are the young ones. The majority of the land is some golf courses and horse riding and tennis are available in the verdant surrounding of Grasse (Derrick, 2016). Yet it’s still perfume which the visitors of Grasse are still after to. One of the famous manufacturers Fragonard, which first opened its doors in 1926, now provides guided tours that reveal the tricks of the well-known industry to the tourist. Then for visitors now who are interested in the history of perfume making, the Museé International de la Parfumerie where exhibits chronicle over 3,000 years of perfume history. Then to have a free access to the perfume world, 3 big manufacturing companies of perfume offers free guided tours for the tourist to experience the Galimard, Fragonard, and Molinard. These tours all include an overview of the history of perfume making, an overview of historical and with some demonstrations, and a visit to a gift shop where you can purchase fragrance products (Norah, 2015). There are also an annual festival that caters the beauty of different kinds of flower and consisted of concerts, exhibitions, fireworks and dancing (Derrick, 2016).

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Meet The Billionaire Betting Big On An Idyllic Island Retreat In The Philippines

Inside andrew tan's $720 million eco-tourism project in the country’s pristine beachside paradise., by jonathan burgos , forbes staff.

T he pitch is for tropical paradise: turquoise waters that lap a pristine shoreline fringed by lush, mist-streaked greenery. Philippine property giant Megaworld extolls on its Facebook page the virtues of Palawan island, the largest of a 1,780-island group by the same name that hangs to the left of the island nation in the Pacific. Here, Megaworld is pursuing its most complex project yet, a resort and residential estate that will be the island’s biggest real estate development to date.

On 462 hectares in San Vicente, a quiet, relatively untouched corner of Palawan’s northern coast, known for its rich biodiversity, virgin forests, steep karst cliffs and the longest white sand beach in the Philippines, Megaworld has a 15-year plan to raise a township from among the coconut trees—an ecofriendly addition, it says, to its hospitality, office, retail and residential portfolio that spans the country. When finished, Paragua Coastown will include two 10-story hotels, a residential condominium, villas, a hospital, a school, and wellness-related centers.

Megaworld, owned by billionaire Andrew Tan ’s spirits-to-property conglomerate Alliance Global Group, is pouring over 40 billion pesos ($720 million) into the venture—a tenth of what it plans to spend on building townships across the Philippines in the next five years. The company is banking on getting in on the ground floor as the island remakes itself into one of the country’s top tourist destinations. Some 1.5 million people, of which about 650,000 were overseas travelers, visited the island in 2023, nearly twice as many as the previous year, according to government figures, as tourists return to the Philippines post-Covid. (Boracay, the archipelago’s most popular resort island, had over 2 million visitors last year.) “We intend to showcase the best sustainable tourism and green living concepts by developing it into an ecotourism township,” Kevin Tan, Andrew’s eldest son and Megaworld’s executive vice president and chief strategy officer, says by email.

Andrew Tan (left), chairman of spirits-to-property conglomerate Alliance Global and his eldest son, Kevin Tan, CEO of Alliance Global.

San Vicente is seen as the next frontier in the island’s commercial boom, catching up to Palawan’s other island centers where tourism is flourishing, including its capital, Puerto Princesa City (home to the 8.2-kilometer underground river, a Unesco World Heritage site), and El Nido, a municipality comprised of small islands at Palawan’s northern tip that has in recent years become a playground for backpackers and jetsetters alike. Ayala Land, controlled by billionaire Jaime Zobel de Ayala and his family, has already made inroads as El Nido’s biggest developer, owning the 325-hectare Lio tourism estate along with four other resorts in the town’s smaller islands.

Megaworld broke ground last year on its 306-room Savoy Hotel Palawan and the nearby 189-unit Oceanfront Premier Residences tower, which are both slated to be completed in 2028. Construction of the 313-room Paragua Sands Hotel, which will open in 2029, has yet to start.

Most rooms will have water views, and the hiking trails of the Pagdanan mountain range, home to threatened wildlife such as the Philippine cockatoo, gray imperial pigeon and blue-naped parrot, are a short drive away.

Megaworld is building Paragua Coastown (left) along the coconut tree-lined (right) coastline of San Vicente, Palawan island in the Philippines.

“More than just sustainable tourism, our vision for Paragua Coastown is to be able to provide an opportunity to those who want to live the island life within a lush and sustainable landscape,” Tan says. To that end, he says Megaworld will incorporate solar and other renewable energy sources into its building design. There will be a waste-to-energy plant to supply electricity to the township as part of a new waste-management system and sewage-treatment center.

About 40% of Paragua Coastown’s land area has been earmarked for open (albeit landscaped) spaces, while a mangrove forest reserve in its boundaries will be left untouched. Megaworld also plans to plant thousands of trees on 100 hectares deforested by commercial logging, once a mainstay of the local economy, and upgrade the mostly dirt tracks used by San Vicente's 30,000 residents to a network of roads in and around the property.

Ana Margarita Lustre-Malijan, vice president at local hotelier and construction firmArlustre Group, believes such developments will be a huge boon for Palawan, bringing jobs and income to the island where about 15% of the population falls below the poverty line. It could also be the tipping point to improve accessibility to the area. There’s an airport in San Vicente, but Philippine Airlines and Cebu Pacific, two of the nation’s main airlines, don’t fly there. Getting to San Vicente means a 90-minute flight from Manila or Cebu to Puerto Princesa and a bumpy four-hour car ride across rugged terrain. Cebu Pacific CEO Michael Szucs tells Forbes Asia that the airline will consider flying to San Vicente once the Megaworld hotels are built.

Tourists visiting the Puerto Princesa underground river (top left), a Unesco World Heritage site, while a wild pig roams Coconut Beach in San Vicente. View of San Vicente's famed stretch of white-sand beach (right).

Besides attracting homegrown developers, Palawan has become a stopping point for international hospitality brands. “Palawan stands out as an attractive destination, blending cultural richness with natural landscapes,” Raj Menon, Marriott’s president for Asia Pacific excluding China, says by email. The U.S. group will add over 70 rooms this year to its recently opened 168-room Four Points by Sheraton on Sabang Beach, near Puerto Princesa’s underground river, to meet demand. American hotel chains Best Western and Wyndham Hotels’ Microtel have also established a presence on the island.

Megaworld has begun marketing the Paragua Coastown residential units, which will range from 32-square-meter studios to 106-square-meter two-bedroom suites, and expects them to generate some 2.3 billion pesos in sales. Doubling down on Palawan, Megaworld announced in December it would spend another 7 billion pesos to develop a mixed-use complex on a 6-hectare oceanfront site in Puerto Princesa. Named Baytown Palawan, the commercial, hotel and residential project is expected to take five years to complete. “Palawan has always been a hotspot for local and international tourists,” Tan says.

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International visitors to the Philippines have gradually returned but remain below pre-pandemic levels.

Palawan isn’t the Tans’ only tourism play. They are building resorts, retail space and convention facilities across the archipelago, including tourist hotspots Boracay, Cebu and Davao. Megaworld’s hospitality operations accounted for over 5% of the company’s 2023 revenue of 69.7 billion pesos, and the company expects the business will make up at least 10% of revenue by 2028.

Andrew Tan launched Megaworld in the late 1980s, pioneering the living concept of a city within a city in the Philippines. It now counts 24 townships (with an additional seven under construction) nationwide, part of his sprawling business empire under Alliance Global comprising a controlling interest in Emperador, owner of the Dalmore whisky and Fundador brandy brands, and a stake in the Philippine franchisee of McDonalds. Tan ranked No. 11 on the Philippines’ 50 Richest 2023 list with $2.4 billion net worth.

“Expanding our townships all over the Philippines will sustain our growth as a company and allow us to also diversify our offering in the real estate industry,” says son Kevin, who is also vice chairman and CEO of Alliance Global. “Through these developments, we can make a significant impact across economic sectors.”

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Mizoram's Tourism Booms as Over 1.96 Lakh Visitors Flock in 2023

Mizoram welcomed over 196,000 tourists in 2023, including 3,435 foreigners, led by americans. the state's responsible tourism policy aims for sustainable development and community empowerment. previously required protected area permits for foreigners have been suspended, except for citizens of afghanistan, pakistan, and china. foreigners must still register with authorities upon arrival..

Over 1,96,000 tourists including foreigners visited Mizoram in the year 2023, the state Tourism department said.

A total of 1,96,880 tourists visited the northeastern state in 2023 of which 1,93,445 were domestic and 3,435 were foreigners, the state tourism department.

With 1,162 tourists, Americans topped the list of foreigners visiting the northeastern state, it said, adding that tourists from other foreign countries including Japan, Australia, Israel, Canada and the United Kingdom, also visited Mizoram last year.

The tourist footfall in 2022-23 was over 2.22 lakh of which 2.18 lakh were domestic tourists and 3,551 were foreigners.

The tourist footfall in the state was minimal during the Covid-19 pandemic.

It was 20,564 in 2020-21 and 1.32 lakh in 2021-22.

Mizoram tourism is making headway with a 'responsible' tourism policy that came into force in August 2020.

The 'responsible' tourism policy envisages a sustainable development strategy, coordination, strengthening institutional framework and skill development.

The policy also focuses on making tourism a tool for development of villages and local communities, eradicating poverty and providing livelihood for the local population while upholding the principles of economic, social and environmental responsibilities.

In the past, foreigners had to obtain Protected Area Permit (PAP) from the Union Home Ministry in order to travel to Mizoram.

However, the Home Ministry has suspended PAP and all foreigners except from Afghanistan, Pakistan and China are now exempted from PAP.

Although PAP is no longer required for foreign tourists, every foreigner has to report themselves at the Foreigner Registration Office in Aizawl within 24 hours of their arrival in Mizoram.

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Mactan Expo Center to promote tourism, property development, jobs

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• by Myrtle Pasigan
• Apr. 29, 2024 5:21 pm in Features

CEBU CITY, Cebu (PIA) -- The P1.5-billion Mactan Expo Center that will soon rise in Barangay Mactan, Lapu-lapu City is seen to boost not just tourism but also land development and job generation in the region. 

In his speech during the capsule laying ceremony for the center on April 27, President Ferdinand “Bongbong” R. Marcos Jr. lauded the project, saying that it will promote the city as a key tourism destination in the country.

“This township will further strengthen the city’s position as a major destination for key businesses in both the local and international market,” said President Marcos. 

He also highlighted its future contributions not only in land development but also in building communities. 

“We have long ago learned that it is not sufficient when you talk about housing or you talk about urban development, that you just build homes. You also have to build communities,” he added. 

The Mactan Expo Center is expected to boost the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry in Cebu. 

Seen to be completed in 2025, the facility is the first-of-a-kind development in Cebu as currently, there is no standalone convention center in the province.  

Megaworld has employed 20,000 workers for the center’s construction, and is expected to hire more in the coming months.

Conducive for MICE events

Mark Anthony Ynoc, president of the Mandaue Chamber of Commerce and Industry Inc., believes the project would be beneficial for the entire Cebu island.

“MICE events would also contribute to employment in different sectors. Located right in the geographical center of the country, Cebu is a vital transportation hub for both domestic and international travelers which is quite conducive for MICE events,” said Ynoc.

He added that multinational companies with branches all over the country would prefer to converge in Cebu. 

Lapu-lapu Mayor Junard “Ahong” Chan defines the project as a giant step towards tourism promotion and economic development potentials.

Chan said that with the rise of the new project, more opportunities will open for the local communities especially with the hosting of the ASEAN summit in 2026.

Hosting of large scale summits

Megaworld chief executive officer Kevin Andrew L. Tan said the Mega Expo Center is their answer to the president’s mandate to push the tourism industry further.

“We have been planning to build this convention center for quite some time now, unfortunately, it was shelved because of the pandemic. And I clearly remember you (Mr. President) during a conversation in a summit, saying that we need to have a venue outside Manila that can host large scale summits,” said Tan.

Tan said they aim to finish construction of the center by next year “in order to host big international summits and conferences.”

The two-level facility will offer almost 10,000 square meters of MICE space.

It will feature a convention hall for theater-style and banquet-style set-ups, which can be divided into three smaller halls. At the mezzanine level, the expo center will have two meeting rooms for smaller and intimate events. 

Both the convention halls and meeting rooms will be equipped with fixed video screens, as well as state-of-the-art audio and visual systems, and video conferencing technology.

The facility would also feature sustainable design and comply with the requirements of the Philippine Green Building Council.

The four-level museum will house exhibit galleries showcasing collections, artifacts, replica mementos, interactive displays, and two performance halls. 

Tan lauded the president’s governance and efforts in bringing in more investors and for always bringing the Philippines in the positive light.

“We get a lot of positive attention and we have seen a massive interest from foreign investors wanting to locate and wanting to open up townships across the Philippines. We are inspired to invest more. In doing so, this will capitalize economic growth, generate massive amounts of jobs for construction workers, BPO employees, hotel employees, as well as small and medium enterprises,” Tan added. (MYP/PIA7)

• Mega Expo Center

About the Author

Myrtle Pasigan

Information Officer

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